由於COVID-19的爆發，傳染病在全球迅速蔓延。因為對於COVID-19的未知，為了與其他人保持安全距離，人們由實體商店購物進而轉往網路商店進行消費。因此，數位轉型和科技創新成為人們生活中不可缺少的一部分，為因應此趨勢，企業建立另一個銷售管道-網路行銷，以維持市場銷售率。經調查，消費者的生活深受疫情影響，故清楚了解客戶的實際與潛在需求是滿足當前市場趨勢和消費者滿意度的關鍵。本研究旨在調查COVID-19影響前與後，人們在連鎖店購物時的消費模式；結果表明，數位轉型及環境變化皆直接影響人們的消費模式，即使到了後疫情時代，人們仍然習慣於因疫情蔓延而改變的生活方式；隨著新的營銷模式被建立起來，雖然仍存在一些潛在風險，但這似乎是一種為了適應這個全球化世界的新生活方式。

Due to the outbreak of COVID-19, an epidemic of infectious disease spreading rapidly around the world. With the uncertainty of COVID-19, people tend to purchase staple merchandise at online stores rather than physical stores to keep distance from others. So, digitization and technology innovation became a necessary part of people’s life, enterprises decided to create another selling channel to online markets to retain marketing. After investigation, consumers’ living is deeply affected by pandemic, that is to say, figuring out customers’ needs and potential requirements is a key to fulfill current trends, marketing and consumers’ satisfaction. This study aims to investigate the before and after of the situation that COVID-19 affects people’s consumption patterns while purchasing at chain stores. And the results reveal that both digital transformation and environmental changes directly affect people’s consumption patterns. Even on the post epidemic era, people are still used to the lifestyle they had changed owing to the spread of pandemic. New trading model is been established, although some potential risks exist, it seems a way to build a new life model to adapt to this globalized world.

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